Asset Strategy and Investment /
Branding and Positioning /
Commercial Strategy /
Insight Generation /
Lifecycle Management /
Market Access Strategy /
Market Landscapes /
Patient Journeys /
Pricing /
Value Story Development /
Workshops and Brainstorming /
Case Study: Understanding the value of a mature brand in COPD for physicians and patients
Problem
A leading pharmaceutical company wanted to understand the experience of patients on a mature drug for COPD, and the drivers for physicians and patients to initiate or terminate therapy.
Solution
- Conducted a mixed qualitative and quantitative research project with 12 high-prescribing physicians and 12 patients currently on the drug to understand :
- The typical patient characteristics for this drug
- Key drivers and obstacles to use of this drug among physicians and patients
- Reactions to relationship marketing materials
- Opportunities to support the brand cost-efficiently
- Research was conducted through Web-Assisted TDIs to collect key data points while allowing spontaneous probes
Outcome
- A clear understanding of the drug and the physicians and patients who use it
- Feedback on relationship marketing materials and how to utilize them to ensure optimal success
- Results from this project were used to drive repositioning of project and successful direct to patient campaign